Research on the Influence of Payment Methods on Consumers' Public Welfare Consumption Behavior -- Based on the Theory of Mental Accounts

Qiming An

《Frontiers in Economics and Management》 3卷8期 (2022/08) Pp. 278-284

https://doi.org/10.6981/FEM.202208_3(8).0038

摘要

Psychological account is a cognitive operating system that individuals, families or organizations pay attention to, code and evaluate economic activities. It negates the hypothesis of rational man and is the further development of the limited rational model. This paper combs the basic characteristics of psychological account theory, and combines psychological account theory to study consumers' public welfare consumption behavior. This paper introduces the practical application of psychological account in perceiving public welfare consumption behavior, value utility and payment separation. This paper summarizes the positive impact of psychological accounting research on consumers' public welfare consumption, and expounds the impact of psychological accounting on consumers' decision-making from three aspects: irreplaceable, sunk costs and transaction costs, in order to supplement and improve the comprehensive analysis. Research on public welfare consumption of consumers.

關鍵字

Payment Method ； Public Welfare Consumption ； Mental Account Theory

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